Chapter I
Creating and Capturing Customer Value
Creating
and Capturing Customer Value
Topic Outline
What Is Marketing?
Why Study Marketing?
The Marketing Strategy
The Changing Marketing Landscape
Peter Drucker
“Marketing is the business as seen from the customer”
So What is Marketing?
Peter Drucker :
GETS BENEFITS
VALUE = = >1
GIVES EFFORTS
“Any customer can have a car painted any colour that he wants
so long as it is black” Henry Ford
China Life
Customer-driven strategy
companies research current customers deeply to learn about
their desires, gather new product and service ideas, and test
proposed product improvements.
Customer-driving strategy
marketing is understanding customer needs even better
than customers themselves do and creating products and
services that meet existing and latent needs.
Inside-Out Outside-In
1 2 3 4 5
Understand
Design a Construct the Build
the Customer
Marketing Marketing Customer Capture Value
and
Strategy Plan Relationships
Marketplace